A Quirky Approach From the Gambling Brand

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Hollywood star Heather Graham appears in a new campaign for the U.K. gambling brand Foxy Bingo & Casino, adding a quirky spin that makes them unusual for the category.

Since the brand's appearance on TV screens a decade ago, it's run ads featuring the "Foxy" character, known for eccentric dance moves, snappy dressing and a northern accent.

The latest campaign, by new agency Duke, starts off looking similar -- but then takes a random turn , revealing that when Foxy's costume and mask are removed, the "Boogie Nights" star is the actor behind him. What's more, Ms. Graham reveals a method acting approach to the role, offering the director suggestions for character development. "Could we introduce more pathos?" she asks.

In another ad, Ms. Graham is in her dressing room, playing games on Foxy Bingo on a tablet, and utters the line: "Sometimes a girl has to play Foxy to get what she wants."

Ms. Graham will now be the face of Foxy Bingo and Casino, with the new partnership running into 2018. Adele Lawton, group head of bingo at Foxy's parent company GVC Holdings said: "Our partnership with Heather Graham is the largest phase of a 10 million pound brand re-vamp and marketing campaign which will bring Foxy to a new generation of players. Heather is the embodiment of our mantra: 'Random. Fun.' "

Neil Hughston, CEO at Duke, said: "We wanted to inject some grown-up humor to the existing brand identity and do something fresher and bolder for a new audience. Hopefully this new direction will see a whole new fan base emerge."

Mr. Hughston, a former managing partner at Grey and founder of London creative agency Johnny Fearless, set up Duke in late 2015 with Jo Tanner and Mark Howard, who worked at Saatchi & Saatchi, HHCL and BBH in the '90s.